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Some of the main competitors include Faithful The Brand, Stella McCartney, Sézane.

Faithful The Brand: very similar with aesthetics and product range as well as price points are similar.

Stella McCartney: higher price points, but the brand personalities are similar, very elegant however, Reformation garments are more flowing whereas Stella McCartneys are much more structured and is less feminine.

Sandro Paris: similar price points and very similar product range.

Sézane: Price points are the same, the aesthetics of the brand are also very similar as well as their product range and style. The brand aesthetic is a lot more elegant than reformation.

Self Portrait: very elegant and feminine pieces, possibly targeting a different age demographic as a lot of their pieces are more mature.

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Reformation is in the luxury market which specialises in sustainable fashion, which links to their mission statement. They up-cycle vintage pieces and use sustainable processes when making their products, which helps them stand out from other brands in the market, creating a competitive advantage.

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Reformation's mission statement is to bring sustainable fashion to everyone.

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The Lover and The Jester: Reformation will be desirable to wear for consumers, linking to the pleasure for the consumer. The branding is quite elegant and feminine, I would say that the social media is quite flirtatious so I linked this to intimacy.

It links to this element of the framework because...

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The typography that they use is a san serif typeface which could give a modern and sleek feel to their branding, linking to the clothes that they sell and their mission statement, to be sustainable, which is a modern-day approach to fashion retailers core values. The typeface seems to be the same throughout their website which keeps their brand identity consistent.